Website 101
Tips for Getting Started
OK, so you don’t want to be the last one of your small-business colleagues without a website. Or you’ve already got a website, but you think you could make some improvements, maybe even generate some income. There are numerous online resources (see list below) that can help you with decisions about domain names and key words, about e-commerce, search engines, finding a web designer and more. Even if you are planning to get some help with writing the content for your site—here are some tips to keep in mind before you get started.
Be clear about your reason for creating a website. Is it going to serve as an online brochure for people who you hand your business cards to? Is it going to function primarily as a tool to sell your product or service? Or will selling be a sideline, for example, generating revenue from a source like Amazon.com by enabling visitors to your site to buy specific books or other items through you? Do you plan to find new customers through your website—local, national, international? Who are your target readers and customers?
Be able to identify three things that make your business unique
and have them in mind when you contact some of your satisfied
customers to ask them for testimonials you can use on your
site. Testimonials lend credibility, especially if they address
what is unique about your business or product.
Understand that you have about five seconds to grab the interest
of first-time visitors to your website. The first thing they’ll
want to know is how they will benefit from buying (or subscribing
or joining) what you have to offer. You’ve got to answer that
question clearly and concisely within seconds, summarizing
what is unique about your business. Focus more on benefits
than features or your organization.
Decide on categories of information for the rest of your site,
and keep this content clear and concise too. Consulting with
your web designer and browsing through websites in your field
will help you decide how to organize the information to include
on your site after the “welcome” or “about” page. Typical
choices include a page of testimonials, a page listing your
services or products, a frequently asked questions (FAQ) page,
a page that lists fees, and a page that includes phone and
fax numbers, e-mail address, etc.
Ensure repeat visits by offering visitors to your site a cache
of useful information. A business coach might include how-to
articles and monthly newsletters, a potter might offer information
about local art events and resources. Give visitors a reason
to return to your site by offering something of value as a
“freebie.”
Keep your website updated and fresh. If your site promises
a catalog or a new product in spring 2002 and it’s now 2004,
your credibility suffers. And if you fail to update your site
with new information, such as articles, event listings, special
offers or new products, repeat visits will drop off.
Don’t count on your spellchecker to produce error-free copy.
It won’t. Before your site “goes live” carefully proofread
every page, then do it again. Ask that friend who teaches
English to proofread it for you; do a trade for proofing;
or hire a freelancer through an organization such as www.edsguild.org.
This website explains what a copy editor and proofreader do
and offers a directory of Northwest freelancers. That first
impression reflects on how you run your business, and may
be the last impression, too, if your copy is sloppy.
Discuss keywords and search engines with your web designer
so your site will be easy for people to find, but also plan
to tie in your website with your overall marketing strategy.
Have your website address listed in as many places as you
can think of: on postcard mailings, on print or electronic
newsletters, on your business cards, brochures, invoices,
advertising, sales sheets, etc. Mention the address on your
telephone voicemail message.
Take advantage of the abundance of free information available
on the web that can help you with your own website. The following
are a few helpful sites that are oriented toward small businesses.
www.allbusiness.com : covering
a vast array of topics, including the Internet and steps to
take to get a website up and running.
www.startupjournal.com
: lots of useful information from The Wall Street Journal
Center for Entrepreneurs.
www.4hb.com : good information on
marketing, e-commerce and other topics for home-based businesses.
www.veronikanoize.com :
all things marketing (from websites to elevator speeches to
PR) plus information on teleclasses and other services offered
by a Vancouver, Washington-based marketing coach.